Should domestic cleaners use Facebook or Google Ads in the UK?

Should domestic cleaners use Facebook or Google Ads in the UK?

Domestic cleaning in the UK is a classic “local service” business: people need it regularly, they want someone they can trust, and they usually pick from a short list of options that feel safe, available, and reasonably priced. Advertising can absolutely help you win those bookings, but the real question is where your money works hardest: Facebook (and Instagram) ads, or Google Ads?

The honest answer is that both can work. The better answer is that they work differently, and the “right” platform depends on your schedule, your service area, your average job value, your ability to answer calls quickly, and how you want to grow. If you’re a solo cleaner with limited availability, you need predictable, high-intent leads that match your calendar. If you’re building a team and want to fill multiple cleaners’ diaries, you need scale and repeatable systems. Either way, you’ll also want a simple way to invoice customers, keep payments tidy, and look professional from the first booking to the final receipt—because advertising is only half the journey. The other half is converting leads into paying, returning clients.

That’s where invoice24 fits perfectly. When your ads start working, you’ll suddenly have more enquiries, more ongoing jobs, and more admin. invoice24 helps you send clean, professional invoices quickly, keep track of what’s been paid, and reduce the “back-and-forth” that can slow down cashflow. It’s a free invoice app built to keep small service businesses organised, and it’s a practical partner to your advertising—because the point of ads isn’t just leads; it’s revenue you actually collect.

Why this decision matters for domestic cleaners

Cleaning is competitive in many UK towns and cities. Even in quieter areas, customers have options: local Facebook groups, recommendations, directories, and cleaners they’ve used before. Ads can cut through that noise. But they can also become an expensive habit if you don’t match the platform to the behaviour of your customers.

People looking for a cleaner often fall into two camps:

High-intent searchers: They have a problem right now and want a solution. They go to Google and search “cleaner near me”, “domestic cleaner in [town]”, “weekly house cleaning [postcode]”, or “end of tenancy cleaning”. They’re ready to book, compare prices, and choose quickly.

Low-intent browsers: They aren’t actively searching at that moment. They’re scrolling Facebook or Instagram and might be tempted by a well-presented ad, a friendly face, a strong review, or an offer like “first clean discounted”. They may save your details and enquire later.

Google Ads usually captures the first group. Facebook ads usually creates demand and awareness in the second group. Both can be profitable, but they require different setups and different expectations.

How Facebook ads work for domestic cleaners

Facebook and Instagram are interruption platforms. People aren’t there to hire a cleaner—they’re there to see friends, local news, memes, community updates, and entertainment. That means your ad has to “earn attention” by being clear, local, and reassuring.

For domestic cleaners, Facebook can be powerful because trust is everything. A photo of a real person, a quick “before/after” style image (done honestly and tastefully), a short video introducing you, or a screenshot-style testimonial can build credibility fast. It also helps that Facebook is hyper-local: you can target by postcode areas, radius around your town, age ranges, homeowner interests, and even life-stage signals that often correlate with cleaning needs.

But there’s a catch: because users are not actively searching, many enquiries can be “softer.” You might get more messages like “How much do you charge?” or “Do you cover my area?” without a firm booking. That’s not bad—it just means your follow-up process matters.

What Facebook does well

1) Local awareness at low cost. If you’re relatively new or expanding into a new area, Facebook can put you in front of thousands of local households quickly.

2) Trust-building. Social platforms are great for human proof. Reviews, community feel, and “this is who we are” messaging tends to land well.

3) Retargeting. People who visited your website or engaged with your page can be shown follow-up ads. That can reduce the cost of turning a curious click into an actual booking.

4) Filling gaps in your diary. If you have a quiet week, you can run a short campaign with a limited offer (for example, “weekday slots available this week”) to generate quick interest.

What Facebook struggles with

1) Lower intent leads. Some will enquire without being ready to commit, which can create admin and time-wasting if you don’t qualify leads.

2) Creative fatigue. The same advert can stop performing quickly. You may need to refresh images and copy regularly.

3) Tracking can be messy. Some leads come through messages, some through forms, some through calls—attribution is not always clean.

This is where having a simple admin system makes a big difference. When Facebook starts driving more enquiries, you need fast replies, clear quoting, and a frictionless next step. After the work is done, getting paid promptly matters just as much. With invoice24, you can send professional invoices in seconds, set clear payment terms, and keep your records tidy—so the extra attention you pay to leads doesn’t turn into a pile of unpaid jobs.

How Google Ads work for domestic cleaners

Google Ads is an intent platform. People type what they want, and you pay to appear near the top. For domestic cleaners, this is often the fastest route to high-quality enquiries—because the user is already looking for your service.

Google Ads can show your business for searches like:

“domestic cleaner in Manchester”

“house cleaning services Bristol”

“weekly cleaner near me”

“end of tenancy cleaning Leeds”

“deep clean home London”

Those searches usually come with urgency and clarity. If your website (or landing page) answers the key questions—price range, areas covered, availability, what’s included, insurance, and how to book—Google Ads can produce leads that convert quickly.

However, Google can be more expensive per click in competitive areas, especially for high-value services like end of tenancy cleaning. And if your campaign is poorly set up, you can waste money on irrelevant searches (for example, people looking for jobs, training, or DIY cleaning tips).

What Google Ads does well

1) High-intent leads. When someone searches for a cleaner, they are already in buying mode.

2) Predictability. Once you find the keywords that work, you can often scale spend and get fairly consistent results.

3) Service-specific targeting. You can run separate campaigns for weekly cleans, deep cleans, end of tenancy, post-renovation, and so on.

4) Geographic precision. You can target specific towns, postcodes, or a radius around your base to avoid wasted clicks.

What Google Ads struggles with

1) Cost in competitive markets. If multiple companies are bidding hard, you may pay more per click.

2) Requires solid landing pages. Sending traffic to a vague homepage can reduce conversion rates.

3) Needs ongoing management. Search term reports, negative keywords, and bid adjustments matter if you want efficiency.

But the biggest “silent killer” of Google Ads performance is slow follow-up. These leads are hot. If you miss the call or reply hours later, they will move on. If you do respond quickly and book the job, the next step is simple professionalism: confirm the details, do the work, and invoice promptly. invoice24 makes that final step easy and helps ensure your advertising spend turns into paid income, not just “busy days.”

Facebook vs Google: the key differences for cleaners

To choose correctly, it helps to compare the platforms across the factors that matter most to domestic cleaners.

1) Intent

Google Ads: Captures people actively searching for cleaning services. Higher intent, faster booking decisions.

Facebook Ads: Shows your business to people who match a profile but may not be ready today. Lower intent, more nurturing.

2) Speed to results

Google Ads: Often quicker to generate enquiries if your campaign and landing page are solid.

Facebook Ads: Can be quick too, but often needs more testing and a stronger follow-up process to convert interest into bookings.

3) Cost structure

Google Ads: Usually higher cost per click, but clicks can convert at higher rates because intent is strong.

Facebook Ads: Often cheaper clicks/impressions, but conversion rate may be lower and leads can be less “ready.”

4) Creative and messaging

Google Ads: Relies heavily on keywords, ad copy, and landing pages. Less about photos, more about relevance and clarity.

Facebook Ads: Creative matters a lot. Photos, videos, testimonials, and brand personality can dramatically change performance.

5) Best fit by service type

End of tenancy / deep cleans: Google often wins because people search for it when they need it.

Regular weekly/fortnightly cleans: Both can work. Google captures “ready now,” Facebook builds a pipeline of future clients.

New areas / brand building: Facebook tends to shine for awareness and community presence.

Which platform is better for solo cleaners in the UK?

If you’re a solo domestic cleaner, your priority is usually stable, reliable bookings that fit your schedule and location. You may not want dozens of enquiries if you only have a few slots available. In that case, Google Ads is often the safer starting point because you can target high-intent searches and cap your budget tightly.

A sensible approach for solo cleaners is to advertise one core offer at a time. For example:

“Weekly domestic cleaning in [town/postcodes]”

Then make sure your landing page makes it easy to book or request a quote. Keep your service area small enough that travel time doesn’t eat your profit.

Facebook can still be useful for a solo cleaner, especially if you have a strong local presence and good reviews. But if you find that Facebook generates lots of messages without firm bookings, it can become time-consuming.

Whichever channel you choose, don’t overlook what happens after the job. A solo cleaner’s time is money. Chasing payments or searching through messages for “what did we agree?” is not a good use of your day. With invoice24, you can invoice immediately after completing a clean, keep a clear record of services provided, and make your business look polished—even if it’s just you.

Which platform is better for cleaning teams and growing businesses?

If you run a small cleaning team or you’re building one, your challenge changes: you need volume and consistency. You want a steady stream of bookings to keep staff busy. In that scenario, combining Google Ads and Facebook Ads can be the most effective strategy.

Google Ads brings in immediate demand—people who need a cleaner now. Facebook builds long-term awareness so your business becomes familiar in the local area. Over time, that familiarity reduces resistance: when someone searches on Google later or asks for recommendations in a local group, your brand name is already known.

Growth also increases admin complexity: multiple cleaners, multiple customers, recurring jobs, one-off deep cleans, and different pricing. This is exactly when using a simple invoicing system becomes non-negotiable. invoice24 helps you keep invoicing consistent across the business, reduce missed invoices, and maintain a professional customer experience as you scale.

What about Google Local Services, directories, and other options?

You’ll probably hear about other routes: local directories, lead-generation platforms, and marketplaces. Some can work, and some can drain your margin with fees and price pressure. They also often put you side-by-side with many competitors, which can push customers to pick the cheapest option instead of the best fit.

Facebook and Google Ads have a major advantage: they help you build your own demand and bring leads directly to you, not through a third party that controls the relationship.

If you do test directories or other platforms, treat them as an add-on, not the foundation. Focus first on building a brand and a lead system you control. Then support it with strong operations: clear quotes, reliable service, and clean invoicing. Again, that’s why pairing advertising with invoice24 is practical—because professional admin helps you keep customers and encourages repeat bookings.

How to decide in 10 minutes: a practical checklist

If you want a quick decision, go through these questions. You’ll usually get a clear answer.

1) Do I need bookings immediately?
If yes, lean toward Google Ads because the intent is higher. If you’re building awareness and can nurture, Facebook can work well.

2) Can I answer calls/messages quickly?
If yes, Google Ads can be excellent. If no, Facebook lead forms can capture details without immediate calls, but you still need timely follow-up.

3) Is my area highly competitive?
If yes, Google clicks may be expensive. Facebook can sometimes reach locals at lower cost, but conversion quality varies. Often the best answer is “test both” with small budgets.

4) What service am I selling?
Urgent, specific services like end of tenancy cleaning often perform strongly on Google. Regular cleans can perform on both.

5) What’s my average job value?
If your average job is £20–£30 per hour and you only do a couple of hours, your margins are tighter. You need efficient ads and minimal wasted admin. If you sell higher-value deep cleans, you can afford higher lead costs.

6) Do I have good visuals and reviews?
If yes, Facebook ads can amplify them. If not, Google Ads may still work with strong copy and a clear landing page.

7) Do I have a simple system to invoice and track payments?
If not, fix this now. Ads increase demand; demand increases admin. invoice24 helps you stay organised without adding cost, and that keeps your cashflow healthier as you grow.

Winning strategy on Facebook for UK domestic cleaners

If you choose Facebook/Instagram ads, aim for clarity, trust, and speed. The best performing cleaning ads are rarely clever; they’re reassuring and specific.

Offer ideas that tend to work

Weekly or fortnightly cleans: “Regular domestic cleaning slots now available in [area].”

First clean incentive: “New customers: £X off your first clean” or “First clean at a fixed introductory rate.”

Deep clean package: “Kitchen + bathroom deep clean package” can be easier to understand than a vague “deep clean.”

Busy household positioning: “Perfect for working families” often resonates strongly.

Creative that tends to work

Real photos: A friendly photo of you (or your team) plus a clean, bright home image tends to outperform stock imagery.

Short videos: A simple 15–30 second introduction can build trust quickly.

Testimonials: Use customer quotes (with permission) and keep them short and readable.

Follow-up system that protects your time

Facebook can generate a high volume of questions. To avoid getting stuck in endless messaging, use a consistent set of qualifying questions:

Area/postcode, property type, number of bedrooms/bathrooms, frequency (weekly/fortnightly/one-off), and preferred days.

Then move quickly to a clear quote or a call. Once booked and completed, invoice promptly. Many cleaners lose money not through bad ads, but through messy admin. invoice24 helps you issue invoices straight away, keep everything recorded, and present a polished service that encourages repeat business.

Winning strategy on Google Ads for UK domestic cleaners

If you choose Google Ads, the most important principle is: stay local and stay specific. Broad campaigns can waste budget on people outside your service area or searching for irrelevant topics.

Keyword themes to consider

Location + service: “domestic cleaner [town]”, “house cleaning [town]”, “cleaner near me”.

Service type: “end of tenancy cleaning [town]”, “deep clean [town]”, “weekly cleaning [postcode area]”.

Problem-based searches: “move out clean”, “one off house clean”, “spring clean service”.

Landing page essentials

A strong Google Ads landing page for a cleaner should include:

Areas covered: Towns and postcode areas listed clearly.

What’s included: A simple checklist or bullet-style explanation (kept honest and realistic).

Trust signals: Reviews, “insured”, “DBS checked” if applicable, and a friendly introduction.

Easy contact: Click-to-call on mobile, a short form, and clear availability info.

Transparent pricing approach: Even if you don’t list exact prices, explain how quotes work and what affects cost.

Conversion handling

Google leads often convert quickly if you respond quickly. Keep your phone reachable during the hours your ads run. If you miss calls, consider limiting ad times to periods when you can answer.

Then, after the job, invoice immediately. When customers pay promptly, your advertising is effectively “self-funding.” invoice24 supports that by making invoicing fast and consistent, which can improve how professional your business feels—especially important when customers are comparing multiple cleaners.

Budgeting: what should domestic cleaners spend?

There isn’t one perfect number, but a practical way to think about budget is to work backwards from your targets.

Start with your monthly revenue goal from new customers. Then estimate your typical conversion rate and your average job value. If you’re aiming for regular clients, calculate lifetime value: a weekly customer who stays for six months is worth far more than a one-off clean.

As a simple principle:

If you make money on the first job, scaling is easier.
If you only make money after repeat visits, your follow-up and retention must be strong.

Retention is where operational professionalism matters. Customers who feel looked after are more likely to stay. Clear communication, reliability, and smooth invoicing all contribute. Using invoice24 makes the payment process straightforward and reduces friction—small details that help keep customers over time.

Common mistakes cleaners make with Facebook or Google Ads

1) Targeting too wide. Travel time is a hidden cost. Keep your service radius realistic.

2) Being vague.